Renovate Before You Innovate by Sergio Zyman & Armin A. Brott

This is a must read for anyone who is trying to market an organization or a brand. Case studies from major American corporations show strategies that work as well as some that don't. If you are interested in motivating people to do any specific thing like give a donation or become a regular volunteer, you can use the information in this book. It will help you identify what you want someone to feel, how you want them to act, and what you want to achieve as a result. The concepts are well illustrated with charts and graphs that help the reader grasp each point along with a sense of the processes needed to meet the same goals. A lot of time is spent helping to identify and establish a brand that reflects your emotional benefits, your functional benefits, and your attributes that will also be accepted and adopted by your market. Zyman stresses that your growth is a direct function of "your core competencies, your core essence and your assets and infrastructure."
Renovate Before You Innovate by Sergio Zyman and Armin A. Brott is Published by Portfolio (c) 2004.